MILAN — Helped by globally recognized artists, collaborations and activations by major fashion and footwear brands, Milan Design Week’s buzz on social media is on the rise. According to insights by Karla Otto released Wednesday, the world’s biggest luxury design event generated $26.1 million in earned media value, up 24 percent year-over-year. Forty-eight fashion activations represented $14.5 million, or 56 percent of that total.
The official Salone del Mobile trade show account contributed $8.1 million in EMV, while its Fuorisalone counterpart generated $5.6 million. Emerging designer collectives such as Alcova and Capsule Plaza saw their EMV decline 17 and 3 percent respectively, as visitors were drawn toward brand experiences like Loro Piana‘s first-time collaboration with Milan-based design studio Dimoremilano. The report highlighted the throngs of visitors lined up to visit the retrospective installation by Dimoremilano founders Emiliano Salci and Britt Moran, who envisaged a fully furnished house inspired by an apartment from the ’70s and ’80s. Together Loro Piana and Dimorestudio generated $741,000 in EMV.
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Milan- and Rotterdam-based design studio Formafantasma also topped charts with its two collaborations: the fourth iteration of the Prada Frames symposium exploring the complex relationship between the natural environment and the performance its designers Simone Farresin and Andrea Trimarchi created for design firm Cassina and which was set in Milan’s Teatro Lirico Giorgio Gaber. Vans unveiling of its new Old Skool 36 FM silhouette with an immersive installation, dubbed “Checkered Future: Frequency Manifest” by designer Willo Perron, also topped charts. OTW by Vans led gains with $997,000 in EMV.
British set designer Es Devlin’s “Library of Light” installation that kicked off Salone del Mobile.Milano and Euroluce the biennale of light, was another main driver. The light display was showcased in the 17th-century Cortile d’Onore, which connects the Pinacoteca di Brera, the Braidense National Library and the Academy of Fine Arts. Devlin’s exhibit generated $667,000 in EMV.
The report also mentions Artemest, a digital platform that promotes and sells Italian arts, crafts and design. Artemest’s third edition of L’Appartamento, in which it enlisted its partners to create a dream house, took place in Milan’s Palazzo Donizetti. The 19th-century architectural landmark is located in Via Gaetano Donizetti 48 and is also the headquarters of fashion label Alberta Ferretti.
Milan Design Week took place April 7 to 13. While trade show Salone del Mobile.Milano saw its EMV rise, the number of visitors declined to 302,548 in 2025 from 370,824 in 2024. That number was impacted by the migration of key players like Molteni&C, in addition to B&B Italia, Maxalto and Roche Bobois showcasing in their showrooms in the center of Milan.
Insights by Karla Otto, which analyzes the performance of firms and cultural events outside the realm of its public relations portfolio, is curated by a team of in-house experts and functions in collaboration with partners like Lefty, a platform that helps brands optimize their influencer marketing programs. The first Milan Design Week insight report was released in 2024. Karla Otto contends that the reports maintain independence from its clients.
Insights by Karla Otto said its team tracked 97 brands and more than 50,000 influencers on Instagram who tagged a participating brand’s Instagram account in-post during Milan Design Week 2025. The tracking period started April 6 and ended April 16.
Top topics included U.S. President Donald Trump’s tariff policy’s impact on the design world. Top voices included Italian actor Simone Baldasseroni, identified as Biondo on Instagram, Milan-based creative Tamu McPherson, as well as designer Willo Perron.